this paper analyzes the current situation of mice tourism in Hainan from four aspects: distribution, characteristics, business model and general situation, and studies mice tourism in Hainan with SWOT analysis method, and studies the advantages, disadvantages, opportunities and challenges of developing mice tourism in Hainan from internal and external factors, and draws the conclusion of developing mice tourism in Hainan through research, hoping to give some suggestions and reference for the development of mice tourism in Hainan.

Keywords MICE tourism; Hainan; SWOT analysis

1. the development status of mice tourism in Hainan

1. the distribution of mice tourism in Hainan. Hainan's convention and exhibition industry is mainly concentrated in Haikou, Sanya and Qionghai, three fast-developing cities, initially forming a three-legged situation. Haikou is the political, economic and cultural center of Hainan, with perfect infrastructure, abundant human resources and rapid economic development, which provides many convenient conditions for the development of mice tourism. Relying on tropical tourism resources and increasing good exhibition service facilities, Sanya has significantly expanded its exhibition and business tourism in the past two years. Sanya International Tropical Orchid Expo, Haitian Shengyan and other exhibitions were held one after another, and many forums and annual meetings such as the BRICS Conference continued. Boao Forum for Asia in Qionghai has a glorious history of 11 years and is the top brand of Hainan exhibition.

2. Characteristics of mice tourism in Hainan. (1) The group is large. Exhibition itself has the characteristics of industry, industry and large-scale organization, which is bound to attract many government, non-governmental organizations' exhibition groups, visiting groups and tourism teams organized by travel agencies. The scale of MICE tourism is mainly reflected in the number of tourist receptions. The number of participants in national conferences can reach more than 211. These participants have the dual identities of conference delegates and tourists, and often have a strong interest in the natural landscape and folk customs of the conference venue. (2) Strong spending power. Most of the people who attend meetings and exhibitions on behalf of the unit are business guests with strong spending power, and their consumption is high-grade and large-scale. Because their consumption is mainly official consumption, the basic consumption is paid by the unit, so they have more funds to spend on tourism and entertainment outside work. (3) Long residence time. The agenda of exhibitions is usually more than two days, especially for national conferences and exhibitions. Although the agenda of the conference is only two or three days, after the conference is held, it is accompanied by tourism activities such as traveling around the island. This itinerary makes the exhibitors stay in the venue for more than five days, which is longer than that of ordinary tourism.

2. SWOT analysis of mice tourism development in Hainan

1. Strengths Analysis. (1) Rich advantages of tourism resources. Hainan is the southernmost province in China and the only tropical province in China. Its superior geographical location makes this island province not only have a long summer but no winter and a pleasant climate, but also the environmental quality of water and air is at the first-class level in China for many years. In addition, with nearly 61% forest coverage, long coastline and wide distribution of high-quality beaches, Hainan Island is known as "a good place to return to nature" and "an unpolluted longevity island". Therefore, Hainan has unique advantages in developing ecological, healthy and holiday-oriented mice tourism projects. Through the development of these types of products, * * * can jointly build mice tourism brands with Hainan characteristics. (2) Unique location advantages. Hainan is located in the Golden Sea Passage of the South Pacific Ocean, near Hongkong and Macau, overlooking Taiwan Province, close to the economically developed Pearl River Delta at home, and adjacent to the most active western Pacific ring economic circle in the Asia-Pacific economic circle at the middle of Japan-Singapore. It is the only passage for China to go to Southeast Asia, the Indian Ocean, Africa and Europe, and is the maritime hub of China. In terms of transportation, the infrastructure of coastal cities, such as Haikou and Sanya, has been greatly improved. At present, a number of transportation lines have been opened to connect with the surrounding areas and the inland of China, forming a convenient internal and external transportation network. At the same time, the operation of the Guangdong-Hainan Railway and the construction of the Qiongzhou Bridge have made great contributions to the close connection between Hainan and the outside world. (3) Brand effect of Boao Forum for Asia.

In February, 2111, the inaugural meeting of Boao Forum for Asia (regarded as the "Davos Forum" in Europe) was held in Boao, which attracted former political leaders and economic and trade academics from more than 21 countries. The success of the conference has made Boao Resort famous at home and abroad, which proves that Boao has the ability to hold high-level exhibition tourism activities. The successful holding of the Asia Forum in Boao has lasted for 11 years, which has laid a solid foundation for the development of mice tourism in Hainan. Since the establishment of the Boao Forum for Asia, nearly 2,111 conferences and meetings have successively settled in Hainan Island, and the booming conference economy has greatly promoted the growth of mice tourism in the province. (4) the rapid development of tourism. In recent years, Hainan's tourism industry has developed rapidly. According to statistics, in 2111, it received 31,113,411 overnight domestic and foreign tourists, up 1.6% year-on-year, of which 814,611 were inbound tourists, up 22.8% year-on-year. Tourism revenue reached 32.414 billion yuan, a year-on-year increase of 25.8%. In 2115, only 15,164,711 domestic and foreign tourists stayed overnight, including 431,911 inbound tourists. The tourism revenue was 12.515 billion yuan, and the number of tourists and tourism revenue doubled in just five years.

2. Weakness Analysis. (1) Modern service industry can't keep up. MICE tourism is a kind of group indirect tourism activity under the condition of modernization, which not only involves many social service industries, but also has a high output ratio. There is an international saying that the income of exhibition venues is 1, so the related social income is 9 times. High-intensity industrial correlation and high-level characteristics require Hainan to have high-quality and high-level modern service industry. However, at present, the modernization level of Hainan's service industry is relatively backward, which is manifested in low level, unreasonable internal structure and large proportion of traditional service industry. This has greatly hindered the development of mice tourism in Hainan. (2) The facilities and equipment are not perfect. There are not enough exhibition venues in Hainan. Although Hainan International Convention and Exhibition Center has been completed and put into use, the scale of exhibition facilities in Hainan is not particularly obvious. For example, the construction areas of Boao Forum for Asia International Conference Center and Sanya Beauty Crown Cultural Center are only 37,111 square meters and 31,111 square meters respectively, which is far from the main exhibition halls in developed cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Dalian. (3) Lack of professionals. There is a general shortage of professionals engaged in MICE tourism in Hainan. At present, the conference industry, forum industry and exhibition industry are in a state of talent shortage in the whole industry. Every year, Boao Forum selects students from Hainan universities to serve as volunteers to solve the problem of talent shortage. It can be said that there is a serious shortage of professionals from the reception work in the downstream to the planning and organization in the upstream and the seamless docking work in the upstream and downstream. (4) The development of urbanization is slow. Hainan has only been a province for 24 years, and it is the youngest among the 34 provincial administrative regions in China. Due to the late establishment of the province, and Hainan is at the southernmost tip of China, facing the inland across the Qiongzhou Strait, the connection between Hainan and the inland is cut off, resulting in a slow development. At present, there are only 2 prefecture-level cities, 5 county-level cities and 11 counties among the 18 cities and counties in Hainan. Hainan's development is backward and its urbanization level is not high.

3. Opportunities Analysis. (1) Construction of an international tourist island. In February, 2119, "Several Opinions of the State Council on Promoting the Construction and Development of Hainan International Tourism Island" was officially issued, which marked that the construction of Hainan International Tourism Island rose to a national strategy and Hainan's development faced new historical opportunities. It is pointed out in the Opinions that building Hainan into an important platform for international economic cooperation and cultural exchanges, giving full play to Hainan's role as a pioneer in opening up to the outside world, and relying on the brand advantage of Boao Forum for Asia to carry out regional and international economic, trade and cultural exchanges and high-level diplomatic and foreign affairs activities in an all-round way will make Hainan an important international exchange platform for China based in Asia and facing the world. (2) Government support. The construction of Hainan International Tourism Island has become a national strategy, which shows that Hainan's development has been strongly supported by the state. The Opinions pointed out that it is necessary to speed up the development of culture, sports and exhibition industries. Accelerate the development of cultural industries, introduce talents in creative industries, vigorously develop cultural creativity, film and television production, performing arts and entertainment, cultural exhibitions and animation games, and actively cultivate cultural industrial clusters with Hainan's regional and ethnic characteristics. We will try out some internationally popular tourism, sports and entertainment projects in Hainan, and explore the development of quiz-type sports lottery tickets and instant lottery tickets for large-scale international events. Optimize the development environment of convention and exhibition industry, and give tax incentives and customs clearance convenience to inbound exhibitors according to law. (3) The development trend of MICE tourism in China is getting better and better. The development of MICE tourism in China is characterized by globalization, informationization, specialization, scale, characteristics, innovation, ecology, branding and modernization. The concept of the global village is gradually strengthened, the information technology is developing rapidly, and the transportation is developed, which makes the holding of convention and exhibition tourism cross the national line and unite the whole world, with a good internationalization trend and a high degree of informationization. Generally speaking, the development trend of mice tourism in China is good, and the proportion of mice tourism accounts for about one third of tourism. It can be seen that convention tourism in China is becoming more and more important and will become one of the most popular ways of tourism.